Senior Brand Manager

Senior Brand Manager: The House of Abhinandan Lodha

Location: Mumbai

About Us:

The House of Abhinandan Lodha (HoABL) was founded in 2020, is Indias largest branded land developer, revolutionising real estate transactions through security, technology, transparency, and convenience. HoABL specialises in branded plots, offering a completely hassle-free virtual experience (i.e. selling land to its customers without any physical interaction with them) which is a first in India and probably even globally, while also pioneering the democratisation of land ownership by making this asset class accessible to a wider base of aspiring buyers across the country.

In just five years, HoABL has sold about 12 million sq.ft. of developed landall without meeting a single customer face-to-face and ahead of promised timelinesand has around 30 million sq.ft. under active development. The company has expanded its footprint across prime locations such as Alibaug, Anjarle, Ayodhya, and Vrindavan, Dapoli, Goa, Khopoli, Nagpur, and Neral in Maharashtra, with upcoming developments in Amritsar, Shimla, and Varanasi.

With plans to be in 48 cities nationwide, HoABL is tapping into the growing demand for plotted developments driven by existing and upcoming infrastructure projects and the appeal of tourist destinations. HoABL’s customer base of over 6,000 investors spans 27 countries, 23 states, and 107 cities—including India’s top metros and international hubs such as New York, London, Singapore, Dubai, Sydney, Tokyo, and Toronto—underscoring the company’s scale, trust, and credibility in the land ownership space.

Positioning itself as a tech company within the real estate sector, HoABL is a business built from scratch and unlike many new-age start-ups, HoABL has never incurred a loss nor engaged in cash burning.

HOABL has also recently forayed into Vertical Real Estate Development in Mumbai with marquee projects across South and North Mumbai.

Role Overview

We are looking for experienced marketing professionals with a strong focus on brand strategy, product development, and business outcomes. The role involves developing strong brand positioning, driving integrated marketing initiatives across ATL & BTL channels, and collaborating closely with cross-functional teams to deliver measurable business impact.

The incumbent will play a critical role in New Product Development (NPD) for large-scale real estate projects, ensuring structured planning, timely execution, and alignment with overall business objectives.

Senior Brand Managers are expected to lead brand strategy, oversee execution, and ensure alignment with business goals while managing multiple stakeholders effectively.

Eligibility / Requirements

• Full-time MBA from Tier 1 / Top B-Schools
• 4–8 years of post-MBA experience
• Background in marketing, brand management, product marketing, or real estate marketing preferred
• Demonstrated experience in managing brands, campaigns, and cross-functional stakeholders

Key Roles & Responsibilities

Business & Financial Performance

• Deliver targeted NPV at market and project levels (absolute value and percentage)
• Drive gross contribution in line with the business plan
• Support pricing strategies through continuous market intelligence and analysis

Product & Portfolio Management

• Create and manage an effective product portfolio aligned to current and future business opportunities
• Lead and support New Product Development (NPD) initiatives from concept to launch
• Identify opportunities through market insights and consumer understanding

Brand & Marketing Strategy

• Build and manage strong real estate brands with clear positioning
• Develop brand strategies that support differentiation and value creation
• Conceptualize and execute ATL, BTL, PR, and digital campaigns in collaboration with agencies
• Ensure consistency of brand communication across all touchpoints

Sales Enablement & Market Intelligence

• Work closely with sales teams to support implementation of marketing strategies
• Provide timely insights on competitor pricing, sales velocity, and market trends
• Ensure responsiveness to changing market dynamics

Stakeholder Management

• Coordinate with internal teams (sales, digital, pre-sales) and external partners (agencies, vendors)
• Manage multiple stakeholders with accountability, clarity, and structured communication

KRAs / Success Measures

• Targeted Gross Contribution(value and %)
• Speed of Sales: Units sold per month vs targets
• Brand Valuation and ability to command a price premium
• Improvement in brand perception metrics (via third-party surveys)
• Adherence to brand budgets with optimized spend
• Turnaround time on competitor intelligence and pricing response

Competencies & Skills

• Brand Strategy & Brand Building
• New Product Development (NPD)
• Strong consumer understanding and insight generation
• Brand communication & campaign development
• Go-to-market strategy execution
• Stakeholder and agency management
• Analytical thinking and problem-solving ability
• High adaptability in fast-changing environments
• Strong communication and collaboration skills